Mountain Dew: raid

A disruptive AI experiment on Twitch, sparking massive engagement and igniting numerous conversations.

The Ask

Mountain Dew sought to find a unique way to engage and reward up-and-coming Twitch streamers for sipping Dew live.

The solution

Enter Mountain Dew Raid – an AI crawler designed to scour active Twitch gaming streams, specifically hunting for the presence of Mountain Dew. Upon identifying a streamer featuring MD on screen, we sought their approval to join the experience, and the Raid begun.

We dangled enticing incentives, ranging from coveted spots on the Twitch front page to exclusive one-on-one coaching sessions with seasoned content creators—a rare opportunity for many streamers on the platform.

The tech

Our team crafted a bespoke AI model using a synthetic dataset of game screenshots and Mountain Dew images. This model tirelessly scanned thousands of Twitch streams in real-time. Operating across 10,000 streams, it constantly monitored "Dew-less" streams for fresh data, connecting with an average of 400,000 unique streamers daily.

The outcome

This project serves as a testament to the many ways AI is reshaping our digital interactions. So many possibilities are currently under exploration, with real-world case studies like this one sparking meaningful dialogues. By taking a leading role in these advancements, brands position themselves to actively contribute to and become part of the evolving narrative.


Role: Creative Director
Production Company: UNIT9
Agency: 180NY
Client: PepsiCo
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